Deep behavioral research, especially around digital consumers was conducted looking at consumer preferences around investment decisions. Data was collected from Sep 2018 through March 2019 around the top 10 segments of consumers most interested in ESG investments. We showcase four persona types who are interested in ESG portfolios.

Alex, a family steward: He is retired and wants to do the right things in protecting his family nest egg as well as the environment for his kids and grand kids. He wants to be able to continue to get good and steady returns 20, 30, 40 years from now, for his family including grandchildren.

Bill, a valuation trader: This diligent long-term investor wants to consider all risks in making sound investments; he hopes for long-term sustainable financial performance. He is only considering ESG criteria since he thinks it’s a newly emerging risk.

Emma, guided by personal values: She is a vegetarian, frugal, practices meditation, has ethical concerns about killing animals and wants to emphasize social inclusion. Her growing investments are guided by the addition of ESG criteria.

Sam, wants to create positive community impact: He wants to have an impact at work, and his community. He wants ESG criteria that would guide his investment to his life’s mission.